Write for your audience. If your audience are experts in a field, speak to them at a higher level than if you were introducing your product to someone for the first time. If your audience is the community or a segment like “stay-at-home dads” or “first time entrepreneurs,” you may write like you’re encouraging a friend.

Finding a brand voice is a real conversation that needs to go beyond social media writing. What do your ads look and sound like? Who’s your website written for? Your company’s voice is a brand conversation that may take lots of time to develop. But it’s crucial to have to help your brand land with the right people.

Don’t give up being an expert in your field! While it’s important to stay away from jargon that could be confusing – -especially when you have a limited number of characters in a post- it is important to communicate your expertise in your industry. For example, if I were to have started this video by talking about analytics and ROI and engagement, impressions, and all that jazz, you may not still be watching unless you’re a social media manager. But those kinds of words mean that you can expect results from what I’m telling you.

At the end of the day, your clients and customers want to know that you’re the right person for the job. But save analytic talk, industry acronyms and jargon for reports and meetings after you have a relationship with your customer.

It’s always good to have a proofreader! If you don’t use a plug-in or app like Grammarly, ask a co-worker to give your post a once-over. Or screenshot and send to a friend you trust. Even reading it out loud to yourself can help you find typos or missing words your eyes may have missed.